思考与写作danluu.com
优秀的公司工程博客是怎么写出来的
How some good corporate engineering blogs are written
2020 — 2024，它一次次回到首页
黑点是上首页（≥ 50 分）的那次投稿，空心点是没冲上去的投稿，点越大分数越高。
导读
这篇文章分析一些优秀的公司工程博客是如何产出的，尤其关注审批与编辑流程、组织支持以及写作机制对内容质量和发布频率的影响。文中也讨论如何让工程师写出具体、有技术深度的文章，而不是被流程磨平。
为什么经久不衰：它把“好博客”拆成可操作的组织与流程问题，对今天想做工程博客的团队仍有直接参考价值。
HN 评论精选
好博客需要 buddy 分流审批，以及高层和流程上的主动支持，不会自然发生。
Heap CTO 说这段引文很可能指他：只有一个审批人时，如果那人忙，文章审批可能要数周。因此他们采用文中的“buddy”制度，让90%的迭代发生在写稿工程师和比我更有空的人之间；文章要三四轮往返时这很重要。此外，高层要主动优先工程博客，工程领导要认可写作是实际工作并愿让工程师上班时间写，甚至纳入 sprint 规划；好选题常需主动和工程师一起挖掘故事核心。
drob查看英文原文
> One person at a company with a compelling blog noted that a downside of having only one approver and/or one primary approver is that if that person is busy, it can takes weeks to get posts approved. Heap CTO here. I'm pretty sure this quote is about me! Or if it's not, it would be equally true about me. This is why we rolled out the "buddy" system described in this post. That way 90% of the iteration can be between the engineer writing the post and someone else who will be a lot more available than I am. This matters a lot if a post requires three or four round trips to really get it right. Plus, in a lot of cases, that other person is better at technical storytelling than I am to begin with. I'd also note that this post and HN discussion focus a lot on reducing friction, as if having a really good blog is the state of nature. In my experience, this has not been true. A good blog won't just happen if you get out of the way. Someone senior at the company needs to actively prioritize the engineering blog. You also need eng leadership that respects that writing posts is real work and is willing to have engineers spend time on-the-job working on them. At Heap, we do this down to the level of taking this into account in sprint planning. Also, a lot of the good ideas for posts come from working with engineers to find the kernel of a story in something they're working on. This is an active process, not something spontaneous that you just have to permit to happen. We also benefit from having a lot of legitimately interesting technical work to talk about. This is more true at some companies than others, and is a big multiplier on how compelling you can make your blog. The success of a blog post is pretty non-linear – either it gets wide readership or not much at all. Having something interesting to talk about is pretty important, and is hard to manufacture.
视觉和品牌插图是公司博客的实际摩擦点。
对公司博客写作来说，最难的是插图要符合品牌指南和风格；定制插图能让博客突出、易读。即使没有明说，科技博客也有潜在设计规范，相关工具仍偏基础，常需设计团队参与。
pulkitsh1234查看英文原文
Personally, I feel the main part where I face the most difficulty in writing blog posts (for companies), are illustrations which adhere to the branding guidelines/style of the company. I feel these custom illustrations are something that makes the blog stand out and the content easy to consume (attractive?) for a general reader. Even if there are no direct instructions to follow the design principles/themes of the company, it kind of makes sense that there are some underlying design principles that all the tech blogs are adhering to (in terms of videos, animations, illustrations, code snippets). I know about tools like [1] but they are fairly basic (afaik) in terms of visuals. For instance, look at the amount of work in creating illustrations for [2], it seems they had someone assigned from the design team to help with these. Another example is in the blog post [3] linked in the original post. [1]: https://www.websequencediagrams.com/, https://mermaid-js.github.io/mermaid/#/ [2]: https://www.toptal.com/ruby-on-rails/decoupling-rails-components [3]: https://blog.cloudflare.com/content/images/2019/06/leak2-2.png
好博文是招聘信号和团队工作的外部参照，过度编辑会削弱质量。
高质量公司博客会增加我对公司的兴趣，也是判断团队工作是否合理的参照；资深工程师会用大公司的好文章说“我们不疯”。Wayfair 的贝叶斯排序文是好例子，Lyft 的 ML 面试文令人失望，可能因审批编辑让内容去风险、删细节、变模糊。
thundergolfer查看英文原文
I definitely become more attracted to companies with high quality blog posts on things I'm interested in. The right blog is a really big signal that I'd be interested in the work at the company. Besides picking the next company, great blog posts can be a real help in sanity checking the work that's happening in our team. I've noticed even senior engineers treating good blog posts from big companies as "See, we're not crazy". Right now I'm operating in the data science platform space at my company, and have been reading a lot more company blogs than usual. Wayfair is a company I now know of after an engineer I really respect shared on Twitter "Bayesian Product Ranking at Wayfair"[1]. Lyft, on the other hand, disappointed me with "How Lyft Designs the Machine Learning Software Engineering Interview"[2]. That post sounds like it could have been victim to what Dan notes as: > Approval/editing process mainly de-risks posts, removes references to specifics, makes posts vaguer and less interesting to engineers 1. https://tech.wayfair.com/data-science/2020/01/bayesian-product-ranking-at-wayfair/ 2. https://eng.lyft.com/how-lyft-designs-the-machine-learning-software-engineering-interview-bbbb9fc8bb28
去掉法律等非工程审批能显著提升发布频率和流量。
作为企业博主，过去有法律审批，现在取消，只专注工程内容、不写营销废话；取消法律审批后从每周一篇到每天一篇，一年流量翻倍。超出工程范围的审批流程有害。
VonGuard查看英文原文
This post is totally accurate. I am a corporate blogger, and when I started at this company, we had a ridiculous approval process involving legal. Now, we just don't do that process, and focus on getting the engineering stuff right and doing absolutely no other content: engineering only, no marketing crap. By removing legal approvals, we went from publishing once a week to publishing once a day, and our hits have doubled in a year. Approval processes that extend past engineering are evil.
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